Preface | p. III |
Acknowledgments | p. 1 |
Introduction: Investor Relations for Entrepreneurs | p. 3 |
Perspectives on Business Planning | p. 9 |
Raising Money in an Age of High Anxiety: Why Investors Have Business Plan Phobia | p. 11 |
The Real World | p. 12 |
The Underlying Issues | p. 14 |
Corrupted Process | p. 18 |
Some Examples | p. 20 |
The Messages | p. 24 |
Costly Implications | p. 25 |
Ask the Wrong Question and You'll Get the Wrong Answer--Where We've Gone Wrong in Thinking About Business Plans | p. 27 |
If it Seems too Good to be True... | p. 29 |
So Why Do We Keep Doing Business Plans? | p. 30 |
Why We do It | p. 32 |
What's the Problem? | p. 34 |
Is Planning a Useful Exercise? What the Research Shows | p. 37 |
Some Scary Implications | p. 39 |
Surprising Research Results | p. 40 |
What's the Problem? | p. 42 |
Learning from Celebrities | p. 43 |
Seven Actions You Should Take Before Preparing a Business Plan | p. 47 |
Look Inward: What Is Your Startup Karma? | p. 49 |
For Love or Money? | p. 50 |
Karma and Your Business | p. 52 |
Questions to Ask Yourself | p. 53 |
What Investors Really Want to Know | p. 54 |
The Entire Package | p. 55 |
The Presentation: Giving Form to Your Ideas | p. 59 |
Getting Ready | p. 60 |
Twelve Questions | p. 62 |
Recycling Opportunity | p. 68 |
Compose a Synopsis | p. 69 |
An Executive Summary | p. 71 |
A Query Letter | p. 71 |
Bringing the Two Together | p. 72 |
An Example | p. 74 |
Your Synopsis | p. 75 |
Develop Meaningful and Hard-Hitting Financials | p. 79 |
The Financial Package | p. 80 |
Putting It Together | p. 86 |
Example Financial Documents | p. 89 |
Build a Web Site That Demonstrates Your Business Model | p. 99 |
Typical Scenarios | p. 101 |
What Every Web Site Must Accomplish | p. 104 |
What You Don't Want from a Web Site | p. 107 |
Putting It All Together | p. 108 |
Use Publicity to Attract Investor Attention | p. 109 |
The Power of Publicity | p. 111 |
Making Publicity Happen | p. 112 |
Leverage Your Success | p. 116 |
How Should You Handle the PR Function Ongoing? | p. 117 |
Touch the Marketplace | p. 119 |
Why Demonstrating Demand Is So Important | p. 121 |
Ten Ways to Demonstrate Demand | p. 121 |
Turning Investors' Heads | p. 126 |
Business Planning and the Investment Process | p. 129 |
What You're Selling and What Investors Are Buying: Capitalize on Investor Psychology | p. 131 |
Human Nature | p. 134 |
Investor Secrets | p. 135 |
The Bottom Line | p. 136 |
Dilution and the Economics of Investing | p. 137 |
The Proper Reaction to Investor Interest | p. 138 |
Teaming Up with AOL for Love and Money: A Case Study | p. 141 |
The Introductory Pitch | p. 146 |
The Big Pitch | p. 148 |
Key Ingredients | p. 153 |
The Best Investor Relations Approach for You | p. 155 |
Meeting Investors | p. 156 |
Impressing Investors | p. 159 |
Negotiating Effectively | p. 161 |
And What About That Plan? | p. 163 |
Summary of Professional Investor Research | p. 165 |
Research Study of Business Planning | p. 169 |
What All Business Plans Must Cover | p. 173 |
Index | p. 175 |
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